The Big 12 Hired WHO as its New Commissioner?

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According to Wilton Jackson of Sports Illustrated, and as written in his report here (https://studio.youtube.com/channel/UCy_stISxa-9rQQji4-u1eFg/videos/upload?d=ud&filter=%5B%5D&sort=%7B%22columnType%22%3A%22date%22%2C%22sortOrder%22%3A%22DESCENDING%22%7D), Big 12 officially announced the hiring of Brett Yormark as the fifth commissioner of the conference on Wednesday. The decision was announced by the league’s board of directors.

Yormark comes to the league after spending three years at Jay-Z’s Roc Nation serving as the COO and co-CEO of Roc Nation Unified, the commercial side of the business. He replaces former Big 12 commissioner Bob Bowlsby, who stepped down from his role after 10 years in April.

Bowlsby had previously been the longest-tenured person in a commissioner's role in a Power 5 conference. Yormark has worked with countless artists, athletes, leagues, teams, brands as well as oversaw sponsorship, licensing, content partnerships and brand strategy.

These key elements are important as Yormark now joins the college football landscape, one that is dominated by name, image and likeness and an unstable terrain in which the NCAA’s Power 5 conferences are “seeking to have more legislative power” and the “ability to shape rules and even enforce policy on their own,” as SI’s Ross Dellenger and Pat Forde wrote this week.

The 55-year-old Yormark said he is eager to “listen, learn, find ways to add value, add resources and try to help shine light” on college sports.

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